Identification of Internal Marketing Components of the Hospital and the Internal Marketing Model Design of Native Iran

Internal marketing is a management tool that provides the quality of service through the attention of employees as internal customers. The purpose of this study was to determine the internal marketing components of the hospital and the internal marketing model design of native Iran. The methodology of this study is qualitative / quantitative. In the qualitative stage due to the lack of theoretical frameworks, the theme analysis method was used to extract the conceptual model. The statistical sample of this stage is 10 lecturers and experts in the field of marketing, which were selected on the basis of non-random and purposive sampling. The statistical population of the small section, Khatam-ol-Anbia hospital staff was 350, according to the Morgan table, there were 183 individuals. The instrument was an "Internal Marketing Questionnaire" which measured content validity and reliability of the it using Cronbach's alpha. The distribution of questionnaires was carried out in places where employees were most likely to attend, and people responded to the questionnaires by simple random sampling at different times. Finally, the questionnaires were answered by 106 non-medical staff and 77 employees in the health care departments. Data was analyzed using Laser 8.8 Version. In the qualitative stage, 39 components were selected, including 6 sub themes and 2 main themes as internal marketing components and the conceptual model was extracted. In the quantitative phase, the findings show that the factor load of the variables is significant between 0.60 to 0, 81 and at the level of 001.0. Findings confirm the overall model, indicating that the components of organizational behavior have the highest, and the motivational components have the least correlation with the internal marketing Despite the importance of all the components, the components of all the components, the components of organizational behavior are the most important variable due to the greatest correlation with internal marketing. It is suggested that the designed model be used to improve the quality of services provided by hospital and non-hospital staff.